Improving SEO Conversions Through Social Content With the advent of search engines now including social content into their algorithms its time to incorporate that blog, video (and more) into your overall content strategy. This session will show you how to create a content strategy that includes social media to increase your SEO-click-to conversions. * Gillian Muessig, President, SEOmoz.org

1. Using Social Content to Increase Conversions Gillian Muessig Cofounder | President SEOmoz OMS at DMA San Francisco October 10, 2010

3. Conversion Optimizers

4. Specific Optimization Tipswww.seomoz.org

6. The Basics Stats & Content Types www.seomoz.org

7. Social Content in SERPs www.seomoz.org

8. Social Media Popularity Around the World www.seomoz.org

9. Check Us Out on Facebook SMBs on social media sites doubled from 12 to 25% in 2009 www.frankthinking.com 03/2010 www.seomoz.org

10. Hospital Social Media Activity 2010 830 Hospitals 395 YouTube Channels 639 Facebook pages635 Twitter Accounts 411 LinkedIn Pages92 Blogs Read more: http://ebennett.org/time-to-re-think-hospital-social-media-adoption/#ixzz11o05kbhT www.seomoz.org

11. Social Media Platform Effectiveness 237 Marketing Communicators report their perception of the effectiveness of social media platforms Read more: New Media, New Influencers, and Implications for Public Relations, 2008 Society for New Communications Research www.seomoz.org

13. Reduce Risk

14. Increase Confidence

15. Create Urgency

16. KISS!http://www.siteposition.ca www.seomoz.org

18. Age

19. Socio-economics

20. Culture

21. Politics

22. Location

23. Weatherwww.seomoz.org

25. Guilt or salvation

26. Desire to be recognized

27. Desire to understood

28. Anger

29. Exclusivity

30. Fear

31. Flattery@AimClear # SMX NYC 2010 www.seomoz.org

33. 25% of children who contract… die of this disease.or -

34. We lost Jimmy today… but Karen, Sacha, and Beryl will live.Hershell Lewis The Art of Writing Copy, DMA 2010 www.seomoz.org

36. Free shipping

37. Clear, generous return policy

38. Trial offers

39. Exchange privileges

40. Lease-to-buywww.seomoz.org

42. Testimonials

43. Brand recognition

44. Manage your reputation

45. Consistency in verbiage & costswww.seomoz.org

47. Pop culture

48. Local slang

49. Local politics

50. Local slang

51. Local weather

52. Local newswww.seomoz.org

54. …but it’s getting closer

55. Use demographic appropriate jargon

56. Speak like the Romanswww.seomoz.org

58. Time limited sales as a business model

59. Woot, Groupon, etc

60. Occasional time limited offers

61. Refer to ad motivators –

62. Fear of not being first

63. Fear of being left behindwww.seomoz.org

65. Good-Better-Best

66. White space is your friend

67. Consistency

68. Process

69. Branding

70. Fonts and color palettes

71. Corporate voicewww.seomoz.org

73. Avoid too many post scripts

74. Be as specific as possible

75. Avoid glittering generalities

76. Use the 1st person singular/plural

77. Eschew obfuscation

78. Brutally red pen your copywww.seomoz.org

79. The Elements of Social Media www.seomoz.org

81. IM - in the moment

82. Asynchronous communications

83. Vertical market social media sites

84. Image repositories

85. Video repositories

86. Social Commercehttp://www.seomoz.org/labs/lda www.seomoz.org

88. QDR – stay on topic 90% of the time

89. Write for readers, SEO and SMM success

90. Understand LDA

91. Including Video in blogs increases readership

92. SEOmoz blog -

93. SEOmoz Whiteboard Fridayshttp://www.seomoz.org/labs/lda www.seomoz.org

95. Average time spent: 03:11

96. 34,000 visits to (4) Whiteboard Friday blog posts

97. Average time spent of 04:54 min

98. 10% traffic go to Whiteboard Friday posts

99. Average time on post: +2 min

100. More comments http://www.seomoz.org/blog www.seomoz.org

102. TripIt

103. Dopplr

104. SeatGuru

105. PhoneTag

106. FlyerTalk

107. Facebook, LInedIn travel groups

108. LonelyPlanet.com forums

109. Yelp, Urban Spoon….“I’m looking for a latte in Lesotho…” www.seomoz.org

111. Success is directly related to the strength of your communitywww.seomoz.org

113. Focus on shared values, shared goals, shared experience

114. Create a sense of exclusivity

115. Promote inclusion – share info

116. Encourage discussion

117. Damn it vs damn you

118. Meld marketing and customer servicewww.seomoz.org

120. It’s about determining

121. Who your audience is

122. Where they hang out

123. Where they want to hear from you

124. When – frequency, days, times

125. How – email, tweets, blogs, videos, images, white papers, testimonialswww.seomoz.org

127. Consistency across an intelligently selected set of platforms

128. Allocating sufficient resources to listen, report, ponder, and take action on a business, as well as marketing level

129. Establishing a business model that melds marketing, advertising, and customer servicewww.seomoz.org

130. Thank-you! Gillian Muessig President, SEOmoz, Inc. @SEOmom www.seomoz.org

131. No, REALLY Thank-you WHITEHAT2010 Enjoy a 25% Discount at SEOmoz.org gillian@seomoz.org www.seomoz.org